OOH Agency Today – Delta Media
Inspired People Delivering Effective Out-of-Home
The family of Delta founder and retired CEO Hal W Brown III has been a part of the out-of-home (OOH) advertising industry for three generations and his first job was working on signs and billboards when his family was contracted to rebuild the famous Hollywood sign.
He founded Delta Outdoor in 1983 to sell Hispanic outdoor in the U.S. and that company has evolved into Delta Media, an independent, full-service out-of-home advertising company serving both general and multicultural agencies, clients, efforts around the globe.
“OOH is continually evolving and is positioned very well to continue to adapt to the technology and data that we did not have 10+ years ago,” says Hal W Brown IV, Delta Media’s current Chief Executive Officer. “The industry has been experiencing a shift from a location based medium to an audience based medium; it’s fun to watch our industry progress and it’s a pleasure to advise and consult our clients on our ever-changing industry.”
We asked Hal W Brown IV a few questions about the company his father founded.
Here’s what he had to say:
Interview with Hal W Brown IV, Chief Executive Officer at Delta Media
Will Farmer: Please tell us about Delta Media. How long have you been in business? Staffing? Size? Specialties? Billing? Regional Offices?
Hal Brown IV: Delta Media opened in 1983 with an emphasis on consolidating Hispanic OOH media planning and buying. We have since evolved into a full-service OOH media management company offering both General Market and Multi-Cultural Market OOH media planning and buying. Over the years we also opened HRH of Texas (female owned, and HUB certified in Texas), Delta International Outdoor Sales (minority owned and certified by the Florida Department of Management Services Office of Supplier Diversity) to help meet our client’s needs and Delta Outdoor Sales as well. We have 7 offices across the US and 25 employees.
WF: Do you work with clients directly and/or through agencies? What is the percentage breakdown?
HB: We work with both agencies and clients direct and have a fairly equal split of each.
WF: Any comments or suggestions for OOH reps in approaching or working with your company?
HB: We love to hear from operators/suppliers/media partners with the latest and greatest they have to offer but is it always appreciated when they understand our company and approach us with information that is relevant to us and our clients rather than a generic deck. We try hard to understand our client’s needs and appreciate it when people calling on us do the same.
WF: What is your most memorable new business pitch?
HB: We have many memorable pitches but a couple that jump out are for completely different reasons. One was an automotive pitch that we did not win but would consider one of our most memorable because of the valuable insight we gained during the process. While the outcome was not what we had hoped, we felt the process made us stronger and smarter. On the other side, we had an amazing pitch with an existing client to retain the business (which we did). Our ability to combine our deep understanding of our client’s business, with our industry knowledge, company infrastructure and resources, as well as a few of those learnings from the account we did not win, resulted in an engaging and successful meeting and obviously our desired outcome.
WF: What differentiates your business from others?
HB: We are independently owned and driven by that independent spirit. We believe relationships are everything and truly pride ourselves on being our client’s partner. We work hard to be a true extension of their media department and are very proud of the long-term relationships we have had cultivated (many of our clients have been with us for 10+ years).
WF: How do you obtain new business?
HB: All of our account management team participates in new business development but best contacts to streamline process are Monica Denney, Rudy Ferrer and myself.
WF: Please share new business contact information.
Monica Denney, Chief Revenue Officer, MDenney@deltaoohmedia.com
Rudy Ferrer, Chief Operating Officer, RFerrer@deltaoohmedia.com
Hal Brown IV, Chief Executive Officer, H4@deltaoohmedia.com
WF: Discuss some OOH campaigns by Delta Media. Any memorable or particularly interesting campaigns you could share?
HB: In the first quarter of this year we were reading a client’s quarterly newsletter and we were shocked to hear about the tragic passing of a young boy named Blake Davis. Blake was almost three years old when he tragically lost his battle with pulmonary hypertension. During his fight, people asked the Davis family how they could help. Blake’s parents focused on increasing the positivity around their son by asking family and friends to do a good deed in Blake’s honor and share their story. Every evening the family would read the stories to encourage Blake’s fight for recovery in the ICU. A friend of the Davis’ family created a Facebook page and almost overnight, a movement was born that transcended race, religion, nationality and even firsthand connections to Blake or his struggle. Once we saw this piece in the newsletter, we knew we had to help spread the word about good deeds #ForBlake. We reached out to our vendor partners to share the story and the outpouring of support in the form of donated OOH media space was, simply put, incredible. From Times Square NYC, to Southern California, Blake’s image could be seen across the nation on digital OOH formats. The support from our industry was amazing and just one more reminder of why we love what we do and the great partners we get to work with.
Website: https://www.deltaoohmedia.com
Company Size: 25 Employees
Type: Privately Held
Founded: 1983
Email: H4@deltaoohmedia.com
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